The tradition began in the late 70’s with the purpose of giving back to their customers and has since been a national Ben and Jerry holiday celebrated in every single one of its international stores.

The scoop shops, which are the Ben and Jerry’s flagship stores, will be serving free ice cream from 12pm-8pm. From Cookie Dough to Cherry Garcia and even Phish Food there is no lack of options available to sample and no restriction on how many times you can get back in line.

That's right, the company allows, and actually encourages, you to get back in line as many times as you want. What better than Ice Cream? That’s right, free ice cream.

Ben and Jerry’s official New Zealand Facebook page has just over 8.5 million likes. Double our entire population.

The popular creamery launched on Ponsonby Road in December 2015 and saw over 10,000 people through its doors the first week.

Since opening its flagship store it now stocks its products at high-end supermarkets and suitably also select liquor stores.

The news of Free Cone Day has quickly spread throughout Instagram, Twitter, and Facebook, with people urging each other to take advantage of the tradition.

The company has said in a release that it expects to give away close to 1 million cones worldwide this year.

Ben and Jerry’s website also has advice and suggestions for people standing in line during the day. Including the seven people you’re expected to meet as you wait in line for free ice cream.

Normally a small cone will set you back around $4 (internationally as well), so given Ben and Jerry’s estimate, it is expected that they will give out roughly $4 million of free ice cream to its customers this Free Cone Day.

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It’s the highlight of the festive season for many shoppers: the day when Auckland department store Smith and Caughey’s opens the curtains at the front of its store to reveal a tiny animated world that’s all about Christmas. The theme for 2017 is 'A Pirate’s Night Before Christmas.' If you've got or seen a great store or mall display, why not show it off on The Register? Just email a picture and a short explanation of the store to editor@theregister.co.nz